When price is the problem


Yesterday, we talked about what you can do to “close” more prospective clients. What to say to get them to see the need and make the commitment. But what can you do when they can’t afford your fees, or don’t want to spend the money, despite the fact that they know they need to? 

The obvious answer is to offer a lower-cost service, which may not take care of everything they need but is better than doing nothing. They can get the rest of what they need later.

Attorney Gordon Firemark told me about another option he uses in his practice. When a client can’t afford his “done for you” fee, he offers them his (paid) “do-it-yourself” course that shows them, in this case, how to file a trademark application. 

Do-it-yourself options like this are clearly good for the client, and when they are ready to take the next step, or have another legal matter, they don’t have to start from scratch to find an attorney. 

Which means this is also good for the attorney. 

It’s also a way for the attorney to differentiate themself from the “all-or-nothing” approach followed by most attorneys. And, depending on the service and the market, paid courses can provide an attorney with significant additional revenue. 

But you don’t have to offer a paid course if that doesn’t work for you. You can create a free course, or a course with a very nominal price tag, and use that to help prospective clients instead of turning them away when they can’t afford you. 

You can also use it as a marketing tool. 

Having a course gives you the opportunity to show prospective clients how you can help them, and what it is might be like to work with you. They get to hear your “voice” and the quality and depth of your knowledge and experience.

As a result, many clients who avail themselves of your course will convince themselves that they need to sign up as a client and let you take care of everything for them. 

But it doesn’t have to be a course at all. You can accomplish the same effect with a variety of different content, free or paid:

  • A video (or series)
  • Book or report
  • Checklist
  • Form with instructions
  • Seminar or webinar
  • Newsletter
  • Blog
  • Articles
  • Speaking events
  • “Ask me anything” events
  • Consultations 

Free content almost always gets more people accessing it, but paid content might lead to more clients overall because prospects are more likely to read or watch the content they pay for, and more likely to value it (and you). 

Free or paid, content can be an effective marketing tool, helping you build your list, generate leads, and get more prospective clients to see why they should choose you as their attorney. 

Which is why I’m a big proponent of content marketing. 

How to use free content to get more clients